2. Colleagues
• Nidhi
• Neha
• Sandeepika
• Robin Gupta
• Robin Kumar
3. Introduction
• Set up in 1974 in Delhi under the Operation Flood
Programme.
• Mother dairy products:
• Milk
• Dairy Products
• Ice-Creams
• Edible Oils
• Fresh fruits
and vegetables
4. • Frozen
• Fruits and Vegetables
• Processed Food
• Grocery
• Recipes
• Juice and fruit beverages
6. • Mother Dairy, Delhi is an IS/ISO-9001:2000 and Hazard Analysis
Critical Control Points (HACCP) and IS-14001:1996 Environment
Management System (EMS) Certified organization.
• Mother Dairy markets approximatley 3.2 million liters of milk daily
in the markets of Delhi, Mumbai, Saurashtra and Hyderabad.
• Marketing operations through around 1400 retail outlets and over
1000 exclusive outlets of Mother Dairy.
• Safal, the Fruit & Vegetable business initiative of Mother
Dairy Fruit & Vegetable Pvt. Ltd has its origin in the Fruit &
Vegetable Project established by National Dairy Development
Board in 1986.
.
8. Vision and Mission
• Vision – “Provide quality food and beverages to consumers at
affordable prices while ensuring fair returns to the producers.”
• Mission – “Mother Dairy’s heritage is intrinsically linked to
the cooperative movement in India. With determination &
pride we will continue to serve our farmers, rural India & our
consumers. Our values reflect who we are & what we firmly
believe in.”
10. Reasons Selling The Most
REASONS MOTHER DAIRY(%) PARAS(%)
• II.
Quality is good 65 47
Taste is good 39 32
Sales are good 17 5
Milk is fresh/pure/good 17 10
11. Strategies Implemented
• Focused Approach: For the first 22 years of its
existence, liquid milk was the only dairy product that Mother
Dairy offered.
• Wider Spread: eg: In ice creams, it was only a bit more
than two years ago that Mother Dairy entered its first market
outside Delhi - UP and Punjab.
Today, it's extended its operation to Haryana, Jaipur, Mumbai
and Kolkata as well, it plans to go south to Hyderabad and
Bangalore.
12. • Product differentiation: bringing in mass Indian flavors
which are building up in terms of absolute percentage of
contribution. Their attempt is to make the taste experience in
ice creams as familiar as possible so as to increase
consumption.
• Smart Marketing: Mother Dairy says it's trying to take its
product campaigns and communications to a higher platform.
• Product enhancement and assured quality: Identify
and address quality related problems at every stage from the
producer at the village cooperative, to the dairy plant and the
process of final delivery to the consumer.
14. Conversion of Milk into Traditional
Indian Dairy Products
Milk
Cultured Condensed Acid Precipitation
Shrikhand Misti Doi Paneer
Ghee Rabri Sandesh
Lassi Kheer Chhana
Kadbi Kkoa Rasgoola
Pantoda
Rasmalai
Burfi Pedha Kalakand Gulabjamun
15. Expansion Strategies
• Diversification : Expansion of their business in
other cities and with the launch of new
products. eg:
South India
• offering coconut flavored milk and ice-creams
in south India.
• Offering safal’s frozen peas, corn and mix veg
in south india.
16. • Offering basmati rice in different variants like gold basmati
rice, silver basmati rice, classic rice, parmal rice in south
India.
West India:
Market Development:
• Offering Sweets like shrikhand, modak, shira, moong dal
kheer, dhoodhi halwa are quite famous in these areas,using
mother dairy’s milk and other dairy products.
17. Other strategies
• STP: due to the growing need of nutritious
diet, the need of milk and its products have
increased among the youth.
• Tie-ups with local vendors
• Advertisement and promotion strategies by
mother dairy.
• Attractive packaging of the products by
endorsements through celebrities.
